DENVER, Colo. – As American consumers embrace the natural magic of homegrown wool, the American Wool Council has adopted a new look that brings the industry’s image up to par with the products being created everyday with this innovative, sustainable fiber.

A division of the American Sheep Industry Association, the American Wool Council developed a new logo after months of consultation with the Sterling-Rice Group of Boulder, Colo. American wool is vigorous enough to support the U.S. military on the frontlines of battle, yet elegant enough to grace red carpets and magazine covers.

From the most comfortable socks imaginable to outdoor apparel capable of standing up to the toughest conditions, modern-day American wool is an all-natural product that can even be worn next to the skin. It was imperative to develop a logo that captured such strength and refinement in one recognizable mark.

“It’s vital for the wool industry that consumers recognize the value of American wool,” said ASI Director of Wool Marketing Rita Kourlis Samuelson. “When you look at wool and its values, you come back to a natural, premium product that performs at a high level in a variety of circumstances. It can be sophisticated and beautiful, but it can also be innovative and dynamic. American wool is known for its unparalleled loft and versatility. The benefits of wool simply can’t be matched by any other natural fiber.”

The American wool logo will be featured on product tags, as well as in advertising to the international wool trade community. The logo will also appear in promotions for wool consumers. The American Wool Council will offer two logos, one for products made in America and one for products made elsewhere using American wool. Soon to come is a new consumer-oriented website at www.AmericanWool.org .

“The American spirit is alive in the fiber, fleece and fabric of natural American Wool,” states an international advertisement featuring the new logo. “This is where happy, healthy sheep are raised to thrive in vast, open ranchlands. It’s where bold shepherds and ranchers are genuine stewards of the earth – constantly seeking sustainable ways to ensure the future of this invaluable industry. This is America, where innovation is celebrated, tradition is respected and high performance reigns.”

ASI is an equal opportunity employer. It is the national trade organization supported by 45 state sheep associations, benefiting the interests of more than 85,000 sheep producers.

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